1. Approaches used in Health Promotion Campaigns

2. Choice and Justification of Approaches Level of Achievement 4: Research and make a detailed analysis of modes of delivery for the campaign and discuss the reasons for choice in relation to their suitability for the target group.

3. The classification of health promotion activities 1) Primary- aimed at reducing risks to the entire population. Prevention of the onset of disease through risk education. Examples? 2) Secondary- aimed at reducing risk factors for people already at risk. Prevention of disease progression through screening etc. Examples? 3) Tertiary- aimed at people suffering from ill-health, social disease or disability. Examples?

4. Key terms Preventative: Preventative health promotion focuses on preventing the onset of disease This is often done by encouraging immunisation, screening, healthy eating and exercise The medical model relates to preventative health promotion

5. Empowerment: Empowerment means; ‘to give power or authority to’ *This health promotion approach focuses on enabling people to express their concerns, and gain skills and knowledge to do something about it *It looks at wider factors impacting health; instead of just focusing on specific medical concerns

6. This approach is very much in support of the WHO 1986 definition of health promotion: ‘Enabling people to gain control over their lives The health promoter should act as a catalyst, and then withdraw from the situation Empowerment has been used to describe a way of working which increases people’s power to change their ‘social reality’

7. The Educational Approach Knowledge and information are key to this approach. *The main aim of this approach is to develop the necessary understanding and skills so that people can make informed lifestyle choices *The educational approach does not try to persuade change in a particular direction

8. Education is intended to have an outcome. The outcome will be the client’s choice and it may/may not be one the health promoter would have selected. However, this approach respects the individual’s right to choose. The promoter sees it as their responsibility to approach those health issues they see as being in the client’s best interests.

9. The Medical Approach The medical approach focuses on activity aimed at reducing morbidity, (the proportion of sickness or a specific disease in a geographical locality) and premature mortality. This approach values preventive medical procedures and the medical profession’s responsibility to ensure that the patients comply.

10. The medical approach to health promotion believes in the importance of medical interventions in preventing ill health and premature deaths This approach to health promotion focuses very much on the absence of disease The medical approach is often criticised for failing to acknowledge social and environmental aspects of health

11. The behaviour change approach The aim is to change people’s individual attitudes and behaviours, so they take on a ‘healthy lifestyle’. E.g. Smoking cessation programmes, exercise through prescription or referral schemes, weight loss through Weight Watchers referral or the School Fruit and Vegetable scheme. The health promoter believes that this lifestyle change is in the client’s best interests and feels responsible to encourage it.

12. The client-centred approach This is more about working in partnership with clients, about getting them to identify what they want to work on. About getting them to make their own decisions and choices. The health promoter’s role is to be a facilitator. Self empowerment of the client is central. The clients are valued as equals who have much to contribute and a right to determine their own future.

13. The societal change approach In this approach the aim is to make changes to the physical, social and economic environment in order to improve the health of the people who live in it. It’s focus is on changing the health environment rather than the lives of the people who live in it.

14. The Fear approach Fear: Many health promotion campaigns are designed to elicit fear *Fear is most likely to be effective if the campaign allows for the desired behaviour to be reinforced by a reduction in the level of fear

15. Further reading for references Ewles and Simnett ‘Promoting Health: A Practical Guide’ (page 34) ‘Foundations for Health Promotion’ by Naidoo and Wills (page 67)

16. What you need to do… Write about the several different types of campaign delivery For each one discuss whether they would be suitable for your target group